Florence

For works of art and the finest treasures of the Renaissance period, look no further

than the beautiful city of Florence, the cultural capital of modern Italy. This is the

home of the famous Michelangelo statue of David, amazing paintings by da Vinci

and Botticelli in the Uffizi Gallery and the magnificent Duomo, just one of the many

splendid churches to visit. Enjoy a romantic evening stroll on the mediaeval Ponte

Vecchio, a photographer’s paradise. Climb Giotto’s bell tower for a wonderful

panoramic view of Florence.

If you want a change from its cultural history, then visit the many small specialist

shops and markets for stunning leather goods, gold jewellery and, of course, clothes.

Florence, after all, is also a city of fashion, choice and taste. After a full day of touring

the sites or scooping up all those bargains, what could be better than a traditional

plate of pasta and a glass of Chianti at one of the many welcoming bars in the

piazzas, or for an authentic flavour of Florence you could do no better than choose a

Steak alla Fiorentina and while away a balmy evening watching the world go by.

Back at your 4* luxury hotel in a quiet suburb of Florence, yet only 10 minutes from

its heart, you can indulge in the luxuries of the indoor pool and health club, sip

cocktails on the terrace while admiring the magnificent views over the rooftops or

enjoy live entertainment in the grotto bar before retiring to your spacious air-

conditioned room. Wake up refreshed and ready to enjoy another packed day of

sightseeing and absorb the wonderful atmosphere that is Florence.

Highlight the words and phrases that the company uses to
promote the attraction of the holiday destination.

Florence
For works of art and the finest treasures of the Renaissance period, look no further

than the beautiful city of Florence, the cultural capital of modern Italy. This is the

home of the famous Michelangelo statue of David, amazing paintings by da Vinci

and Botticelli in the Uffizi Gallery and the magnificent Duomo, just one of the many

splendid churches to visit. Enjoy a romantic evening stroll on the mediaeval Ponte

Vecchio, a photographer’s paradise. Climb Giotto’s bell tower for a wonderful

panoramic view of Florence.

If you want a change from its cultural history, then visit the many small specialist

shops and markets for stunning leather goods, gold jewellery and, of course, clothes.

Florence, after all, is also a city of fashion, choice and taste. After a full day of touring

the sites or scooping up all those bargains, what could be better than a traditional

plate of pasta and a glass of Chianti at one of the many welcoming bars in the

piazzas, or for an authentic flavour of Florence you could do no better than choose a

Steak alla Fiorentina and while away a balmy evening watching the world go by.

Back at your 4* luxury hotel in a quiet suburb of Florence, yet only 10 minutes from

its heart, you can indulge in the luxuries of the indoor pool and health club, sip

cocktails on the terrace while admiring the magnificent views over the rooftops or

enjoy live entertainment in the grotto bar before retiring to your spacious air-

conditioned room. Wake up refreshed and ready to enjoy another packed day of

sightseeing and absorb the wonderful atmosphere that is Florence.

 1. Look at the words you have highlighted and once more notice how many of
them are descriptive adjectives.

2. In the table below are several techniques that advertisers may use to
encourage us to indulge in their product. Which ones have been used in the
above example from the holiday brochure?

Advertising techniques Examples

Verbs written in 2nd person (you). you want, you could do

Imperative form of verb (command or order). look, enjoy, visit, climb

Use of positive words for description. finest, amazing, magnificent

Names of must-see places/works of art. Michelangelo, Ponte Vecchio

Words to induce positive feelings in

welcoming, romantic, luxury
potential holidaymakers.

Words to tempt potential holidaymakers. enjoy, bargains, traditional

Now read the following letter from holidaymakers who went to Florence on a
weekend break as advertised in the brochure extract above. While you are reading,
look for answers to these questions about the letter. All the information that you need
may not be explicitly stated in the text. You may have to “read between the lines” or
infer meaning.

3. Were the holidaymakers persuaded to go on the holiday by the advertisement

from the brochure? Which words from the letter tell you this?
Yes.
Eager anticipation; looking forward; words taken straight from the brochure
description – fine treasures; beautiful, cultural city

4. What is their opinion of their holiday now? Which words from the letter tell you
this?

Disappointment
Culture closed; unreliable; expensive; long queues; hotel too far from centre;
large crowds; limited shopping

Dear Sir,

It was with eager anticipation that my wife and I set off on our weekend break to
Florence with your holiday company. We were looking forward to visiting the fine
treasures and splendid churches of this beautiful, cultural city. But because this was
a weekend break, we found much of the culture closed to us especially as the
churches tend to be used for services several times during the weekend.

When they were open for visitors, the crowds were so great, with everyone trying to
take in the amazing paintings and famous statues while they could, that we had to
wait in long queues and could not get near enough to see the works of art in any
detail. Nor were we told until we got to Florence that the weekend we chose was a
public holiday, hence there were many more crowds than usual, but less public
transport, limited shopping hours and some public services not functioning at all.

Our hotel was certainly only 10 minutes from the heart of Florence, if you took a taxi
or rode a bicycle. As the former were very unreliable and expensive and the latter
was not an option for us, we had to use public transport or walk. Either way, the
journey into the centre of Florence took nearer 45 minutes rather than the 10 we had
been led to believe it took.

I would like to suggest that you review the details of the holiday and perhaps give
more accurate and up to date information, maybe even suggesting that future
holidaymakers start their weekend break on a Tuesday so that they are safely back
home in time for the weekend.

Yours faithfully,

E. J. Brown
In the space below, summarise the text of the holidaymaker’s letter so that you can
retell the main details to a partner. Remember – one idea from each paragraph
should be enough to use as a summary.

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• Cultural places closed at weekends;

• Long queues because of public holiday;
• Hotel too far from centre;
• Suggestions for future holidaymakers.